On September 12, 2024, SIMDI Groups key division, SIMDI Beverages proudly launched Sober Spirits, an innovative range of alcohol-free beverages, at an exclusive event held at JEN Maldives Malé by Shangri-La, in Malé. The event marked a significant milestone in the Maldives’ beverage scene.

JEN Maldives, as the event partner, added its signature charm and world-class service into the launch at the stunning rooftop restaurant, Azur, creating an unforgettable experience for all attendees.

The event featured a tasting of Sober Spirits’ 0.0% alcoholic drinks, live entertainment, and networking opportunities with influential figures from the hospitality industry, media, and other distinguished guests. The celebration highlighted the exceptional taste and quality of Sober Spirits, which is poised to redefine social gatherings in the Maldives.

Building on SIMDI Beverages’ success with non-alcoholic offerings like Bière Des Amis, a premium non-alcoholic beer, and Natureo Wines, known for their rich flavors, Sober Spirits elevates the brand’s reputation for innovation. This new collection is carefully crafted for those who appreciate refined taste and wish to embrace a more inclusive drinking experience.

Attendees were warmly welcomed by SIMDI Group & JEN Maldives team.

During the opening ceremony, Mr. Yooshau Saeed, General Manager of SIMDI Group, emphasized SIMDI’s commitment to bringing groundbreaking products to the Maldives. One of the founders of Sober Spirits, Mr. Calixte, also took the stage to share the inspiration behind the brand and its global success as a leader in the non-alcoholic spirits market.

As the formalities concluded, guests were invited to indulge in the first-ever tasting of Sober Spirits in the Maldives, an occasion that showcased the depth and quality of the product line.